Have you been to the laundry detergent aisle recently? There’s one side of the aisle for every brand except one. Who's on the other side of the aisle, Kristi!? It's Tide. Tide as far as the eye can see. You might go a little cross-eyed if you stand there too long.

You may not have counted the number of varieties, but Results Summit keynote speaker Toni Newman did.

There are 32 different kinds of Tide. 32, you guys. THIRTY-TWO!

And if you look at them, none of them say that they’re any better than another.

Why?

Because being better isn’t what wins customers. In fact, being better isn’t all that impressive anymore. Consumers are getting smarter, and they’re demanding more.

The result, says Toni, is that “being better is the price we pay to stay IN business.”

To keep the doors open, you have to be better. But to get ahead, you’ll have to be better AND different.Better and different. It doesn’t sound that hard, right? But uh, it actually kind of is.

Because when we focus on being better, we are competing against everyone else. And when we focus on being different, we’re mostly competing with ourselves.

Focus on innovation, not just on improvement

From solo entrepreneurs to big-time businesses, Toni says that we tend to prioritize improvement over innovation. We prioritize small tweaks, rather than bold changes that could alter everything and create a massive impact.

I’ll be the first to say that I totally get that. We talk a lot about thinking outside the box, but what we usually end up talking about is how to build a bigger or stronger box. Or a box with superior technology.

This is a mistake, says Toni, and she goes back to her initial principle to explain why:

Improvements make something better, while innovations make something new.

So in order to drive in big success, you need to improve and innovate.

The Five S Solution

Luckily, Toni didn’t leave us hanging when it comes to how we can actually do that. She went on to outline her “Five S Solution,” the criteria she says you need to consider when creating something that’s truly innovative.

The Five S Solution works whether you are trying to build a new company, unveil cutting-edge marketing materials, or reframe your open house strategy to draw in more buyers. So whatever you’re trying to innovate, start with these five criteria to ensure it’s a success.

Ok, gang, do you have your notebooks out? This is some great info, and I want to be sure we all retain it!

1. Surprising

In a scroll-scroll-scroll world, create something that makes your audience stop scrolling. Distract them from their distractions, says Toni. The first step to making any kind of impact is to have people consider you, rather than ignore you altogether.

Think of that mailer you sent last week. How many folks read it before throwing it out? What if it were in a starburst shape? What if you hand-delivered it as origami? What if it came with fold-here lines so their kids could turn it into a paper airplane?

Whoa. The possibilities are endless. Consider them all!

2. Strategic

The key to winning business isn’t just to stun someone into silence. They also need to know what to do next. A strategic idea is “fanatically focused on driving results,” Toni says. That means that when you unveil a new idea, it should not only capture their attention, it should spur them into action in the exact way you want.

Let’s go back to that mailer. Why would you send a paper airplane flyer to your audience? Well, maybe they live in a loud corridor near the airport. And maybe the airport’s runway renovation was just completed, putting the southwestern part of your town back in the flight path after a few months of quiet. And of course, maybe you know that noise pollution is a big common denominator for local homeowners who are ready to sell.

By showing them you understand their pain point (you know, hearing the redeyes take off night after night while they’re trying to 😴), you can show that you’re the best agent to assist them with their home selling needs.

3. Seductive

Toni says that being seductive is about ensuring that you are focused on “what’s in it for them” rather than “what’s in it for us.”

Oooooooooh, this might be my favorite one.

Why? Because this is a HUGE issue in real estate. Agents tend to focus on their accomplishments and stats, and they pepper them heavily into their marketing materials. And while being the #1 agent is super impressive, and worthy of discussion, it’s probably not the most important factor a client would consider before hiring you.

Instead, they want to know if you’re honest, trustworthy, professional, and more simply, if they like you. So when you’re creating marketing materials, talk a little less about yourself and focus a little more on them. And if nothing else, invite their kids to take your flyer and turn it a paper airplane.

Remember, “what’s in it for us” can be that easy — as easy as entertaining your potential client’s kids after they bring in the mail.

4. Sustainable

How long does your innovative idea have before it becomes over-exposed? That’s another way to describe how sustainable the idea is — or how long your audience will find it surprising, strategic or seductive — before they grow tired or desensitized to it.

But don’t worry, your idea doesn’t have to last forever. Even big brands change their slogans every few years, or alter their recipes.

Your innovative idea just has to last long enough to make a difference in your business.

In the case of the paper airplanes, maybe you have a five-part series, where you clearly label the different foldable templates. Not only will that create an expectation for the parents (of how long they’ll be passing these on), it also gives the kids a sense of excitement that there is even more fun to come.

5. Simple

Don’t make it too hard for your audience to get involved or take action. As Toni says, “every extra step in your idea is an exit ramp.”

Oof. That one hit close to home for me. It can be hard to boil down my call to action to just ONE thing, and I know a lot of agents who feel the same way. Still, I get that by offering a clear, simple path, you can boost the likelihood someone will respond or engage.

So, how exactly do we do this?

In the case of the paper airplanes, the CTA may actually be to just… fold the plane and have some fun. Or maybe you could have a section to tear-off your contact info at the bottom, that the parents can keep before handing over the flyer to their kids.

Whatever you do, make sure that you don’t make it too complex. In other words, don’t offer too many exit ramps.

Eager for more tips?

I love sharing these insights with you, and I hope you’re learning as much as I am!

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About the Author

Kristi Kennelly, former Broadway performer and corporate executive, has been involved in real estate marketing and mortgage technology since 1998 with a focus on effective marketing and sales strategies, communication and how to best leverage technology to get it all done. After spending nine years leading the marketing department for Interthinx, where she helped win Mortgage Technology Magazine’s prestigious 10X and Synergy Awards, Kristi rejoined the realtor.com® team as a national speaker.
For those interested in the Broadway career, Kristi was the youngest performer ever hired for CATS (she performed as “Rumpleteazer” in the Broadway, national and Los Angeles companies) and played opposite Matthew Broderick in How to Succeed in Business without Really Trying. Kristi is married with one son and is a year-round Little League fan.